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Direct linkYu, Qionglei; Asaad, Yousra; Yen, Dorothy A.; Gupta, Suraksha – Studies in Higher Education, 2018
This study extends our knowledge of internal branding in the context of employees in the higher education sector. Employing a quantitative methodology in UK universities, a conceptual model is presented and tested on 235 employees. Internal market orientation (IMO) is examined as a management tool to drive employees' university brand commitment…
Descriptors: Higher Education, Marketing, Student Recruitment, Foreign Countries
Sutrisno, Agustian; Pillay, Hitendra – Studies in Higher Education, 2013
While intended to facilitate knowledge transfer from international universities and develop Indonesian universities' capacity, transnational higher education programs (TEPs) in Indonesia have been criticised for operating merely as an international trade in education -- implying discrepancy between the rhetoric and reality surrounding the key…
Descriptors: Foreign Countries, Higher Education, Case Studies, Universities
